Over the last 15 years or so high level poker strategy has increasingly focused on approximating GTO play, and people are moving away from any type of exploitative play, whether that's psychological tells or adjusting to weaknesses like an opponent folding too much. So a GTO player actually will bluff quite frequently, but it's due to the math indicating that it's an advantageous spot to do it, not because of anything he's observed about his opponent.
That said, there's still room to adjust to exploit an opponent, and the weaker the opponent is the more profitable it can be to deviate from "correct" play.